B&D Corporation

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INTEROFFICE MEMORAND UM TO: FROM: SUBJECT: DATE: MR. JOSEPH GALLI WEI-NUNG YANG STRATEGY FOR TRADESMEN SEGEMNT 9/6/2011 The Black & Decker Corporation should apply sub-branding strategy. With the new name in Tradesman segment, B&D will double their market share of Professional-Tradesmen segment from under 10% to nearly 20% within three years at least and operating income would be projected to increase steadily from under 10% to at least 12%. The B&D is a renowned power tool company and it dominated the Professional-Industrial and Consumer segments. However, B&D didn’t do well in Tradesmen segment and Makita hold the most market share in Tradesmen segment. To improve B&D’s performance in Tradesmen segment, I list three points as follow: New brand imagine Since the buyer of Professional-Tradesmen segment made a living with their tools, B&D should remove the image of using at home rather than on the job. To eliminate the housewives’ tools picture, B&D should rebuild their image by addressing their product quality is very strongly competitive in the large majority of product categories, as shown in Figure E. B&D could take away major share from Makita through sub-branding strategy within three years. In addition, a further research on the DeWalt brand shows that the level of support by B&D influenced the purchase interest score, and 58% of tradesmen will buy Dewalt product serviced and distributed by B&D. Industrial Yellow Color was generally regarded as a major product differentiator. According to tradesmen, “… On the job, people notice what you’ve working with … if I came out here with one of those B&D gray things, I’d be laughed at.” The “gray” thing had been deeply planted into tradesmen mind. Besides using sub-branding strategy, B&D should also utilize “Industrial Yellow” to turn imagine of using at home to a safety, high performance and durable product. In

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